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Thank you for agreeing to participate in this survey. This quantitative study is designed to collect information about public perceptions of and attitudes about television beer commercials. Your answers will provide helpful insights necessary for my research. Please read each question thoroughly and answer as completely and honestly as possible. The survey should take 10 minutes or less to complete.

Your answers are anonymous and will be used only for academic purposes. Your participation in this survey is completely voluntary, and you have the right to withdraw your consent or stop participating in this study at any time. You also can skip any questions that you would prefer not to answer.

Please address any questions about this research to me at anne.sugar@colorado.edu. You may also contact my faculty adviser, Dr. Elizabeth Skewes, at elizabeth.skewes@colorado.edu. If you have questions about your rights as a research participant, please contact the University of Colorado at Boulder Internal Review Board office at 303-735-3702.

Although you will not be paid for participation in this study, you can request a copy of the study results once it is completed. To do so, please contact me at the email address above.

IN ORDER TO BEGIN THE SURVEY, PLEASE CLICK THE CIRCLE IN FRONT OF THE FOLLOWING CONSENT STATEMENT:

I have read the above information about this study and consent to participate. I verify that I am at least 21 years old. I understand that my participation in this study is voluntary and that that I can withdraw at any time.

To start, I’d like to learn a little bit about what you see on television.

I pay attention to the commercials I see on TV.

Strongly Agree

Agree

Neither Agree nor Disagree

Disagree

Strongly Disagree

Prefer Not To Answer

Please tell me a little bit about the last beer commercial
you recall seeing on television (if you prefer not to answer, please continue to the next question).

Please tell me about the best beer commercial you recall
seeing on television (if you prefer not to answer, please continue to the next question).

Why was the commercial good? (If you prefer not to answer, please continue to the next question.)

Briefly describe beer commercials in general
your own words (if you prefer not to answer, please continue to the next question).

I enjoy the beer commercials I see on TV.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The beer commercials I see
on TV often make make me laugh.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

Beer commercials are sometimes offensive.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

I talk to other people about the beer
commercials I see on TV.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

Thinking about a beer commercial that you saw on television
that you did not like, why did you not enjoy it? If you prefer not to answer, please continue to the next question.)

I think television beer commercials market their product to
women.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The beer commercials I see on television make me want to buy
beer.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

I buy beer because of the commercials I see on television.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

Beer commercials influence me to buy the beer I
see advertised on television.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

I can relate to the people I see in beer commercials.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

Next, I would like to learn a little bit about your thoughts on beer.

I like to drink beer.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

I have beer at home in my refrigerator.

Yes

No

I Don't Know

Prefer Not To Answer

Please use the text box below to finish this sentence: "When I have a drink at home, I usually drink __________________."

(If you prefer not to answer, please continue to the next question.)

Please use the text box below to finish this sentence: "When I’m out having drinks with friends, I usually order
_________."

(If you prefer not to answer, please continue to the next question.)

When I have drinks with my friends, I choose to order a beer
more often than other beverages.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

I choose to drink beer by myself more often than I drink
beer with other people.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

Beer drinking is a social activity.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

In social settings where I drink beer, I tend to drink beer:

with men more often than women.

with both genders equally.

with women more often than men.

Prefer Not To Answer

When was the last time you drank beer?

In the past 24 hours

In the past week

In the past month

In the past year

Never

Prefer Not To Answer

If offered an alcoholic beverage, I ask for a beer.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

Briefly describe beer in your own words (if you prefer not to answer, please continue to the next question).

Please use the following scales to answer the next three questions.

Beer is:

A man's drink.

A drink for both men and women equally.

A woman's drink.

Prefer Not To Answer

Drinking beer is:

Masculine

Neither masculine nor feminine

Feminine

Prefer Not To Answer

Drinking beer makes me feel:

Masculine

Neither masculine nor feminine

Feminine

Prefer Not To Answer

Please click play to watch the short video below and then scroll down to answer the questions that follow.

Please offer your personal impressions of the beer
commercial (if you prefer not to answer, please continue to the next question).

The commercial was funny.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial was offensive.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial marketed beer to me.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial portrayed men in a flattering way.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial portrayed women in a flattering way.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial portrayed beer as a drink for men.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial portrayed beer as a drink for women.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial portrayed beer drinkers as feminine.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial portrayed beer drinkers as masculine.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial made beer look like an acceptable social
activity for me.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The beer looked like a product I want to have in my home.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial made me feel good about myself.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial made me want to drink a beer.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

The commercial was informative about the beer.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

Name the beer advertised in the commercial.

The commercial made me want to drink the beer it advertised.

Strongly Disagree

Disagree

Neither Agree nor Disagree

Agree

Strongly Agree

Prefer Not To Answer

Almost done! Finally, please share a little information about yourself for demographic research purposes.

The soonest I will most likely drink a beer next is:

In the next 24 hours

In the next week

In the next month

In the next year

Never

Prefer Not To Answer

On average, how many hours of television do you watch per
day? (If you prefer not to answer, please continue to the next question.)

On average, how many drinks do you have per week? (If you prefer not to answer, please continue to the next question.)

Of those drinks, how many are beer? (If you prefer not to answer, please continue to the next question.)

What is your gender?

Male

Female

Other

Prefer Not To Answer

How old were you on your last birthday?

What is the highest level of education you have attained?

Some high school

High school diploma/GED

Some college

Associate Degree

Four-year college degree

Graduate or professional degree

Prefer Not To Answer

What is your race?

White

Black or African American

American Indian or Alaskan Native

Asian

Native Hawaiian or Pacific Islander

Some other race

Two or more races

Don't know

Prefer Not To Answer

What is your ethnicity?

Hispanic or Latino

Not Hispanic or Latino

Don't know

Prefer Not To Answer

Politically speaking, do you consider yourself to be

Strongly liberal

Somewhat liberal

Moderate

Somewhat conservative

Strongly conservative

Don’t know

Prefer not to answer

Into which of the following categories does your individual
annual income fall?

Less than $25,000

$25,001-$50,000

$50,001-$75,000

$75,001-$100,000

$100,001 or more

Prefer not to answer

PLEASE CLICK THE ARROW AT THE BOTTOM RIGHT OF THE PAGE TO COMPLETE THIS SURVEY AND SUBMIT YOUR RESPONSES.

Thank you for your participation in this survey. Your time is greatly appreciated, and your answers are a valuable contribution to my academic research.

Should you have any questions about this survey, please contact me at anne.sugar@colorado.edu. You may also contact my faculty adviser, Dr. Elizabeth Skewes at elizabeth.skewes@colorado.edu.

Again, if you have questions about your rights as a research participant, please contact the University of Colorado at Boulder Internal Review Board office at 303-735-3702.